Creating Documents for Sales

This post is from when I was working at my previous job doing Sales and Marketing. This was written in the past, a few months ago.

This will be a run through of the different documents I needed to create.

I didn’t realize how many things we did not have. The only thing we had was a contract for events, and it is very basic. Since we already have that I will leave that to the last thing I do, updating it. I need to focus on the things we don’t have first and then improve upon what we already have. While I am in the process of creating these documents and forms I am also selling to guests who inquire on their own, so this is a balancing act for me.

The very first thing that I need is pricing and packages. I called around to different companies that are similar to mine and pretended to be a guest booking a birthday party. I wanted to see what packages they are offering and the cost. What I found most from this process was that I didn’t get relies back. That surprised me. Out of all of the companies I contacted, through their website, I only got one reply. I was literally dumbfounded. How could companies be leaving money on the table like that? Did they not care, or did they not have enough staff?

That confirmed some advise I was given during the conversations I had with people in the sales and marketing industry, make sure to reply as soon as possible. Well if I respond at all I have a good chance of getting the business. LOL. Ok seems simple enough.

I now needed to build my birthday packages. What do I need to include in them and what will I offer as an incentive to get them to do the package rather than going to someone else. Parents have a lot of choices for birthday parties, so figuring out a way to make them want to come to us over others is priority. After doing some research I found that a lot of companies don’t really promote that they do birthday parties. That is the easiest way to draw people to you. I need to create banners for our website and our social media outlets.

So promotion was my first step and my second was ease of access for our guests and for the process. I talked to a few moms I know and asked what process they go through to book a birthday party, as I don’t have kids yet I know I was not the expert on that subject so I went to the experts I knew. I found that the whole process for them is a pain. If I can come up with a way to make things seem less for the parents then they would come back to us fo the next one and tell their friends. Word of mouth is really big for us so anything I can do to promote that will only help us.

I need to create a document that has all the pricing options and add on available in one place. This would be like a flyer with everything the parent needs to know about how much it will cost for an event with us. The next thing I need to create is a sheet with timelines. There are so many working parts with birthdays that a timeline will help the partners know when things are coming up or when deadlines are. And finally a FAQ sheet so that any random questions we are asked or could be asked are all in one place. Not only will this document help the guests, it will also help me by not having to answer the same questions all day long from different guests. All of this would be sent as the very first contact to the guest.

This department needs structure. That is where checklists and timelines come in. We also need to figure out organization of documentation. We have 7 different locations that guests can book their private event at. We also need to figure out a form of communication to get the information to the different location managers. And finally closing out a group.

  • Checklists
    • Communication dates with the guest
    • Communication dates with the managers
    • Event details
    • Payment dates and timelines
  • Organization
    • Each location will get a color coded folder to denote what location
    • Coding to know if it is a birthday, meeting, or private event.
    • Uploading details in Basecamp so the managers know what is going on where
  • Communication
    • Follow up with the guest at first email/call
    • Follow up after one day with the guest
    • Continue getting final details from the guest
    • Once group is confirmed email the manager and put on Basecamp
    • One week before the event follow up with the manager
    • Day after the event follow up the guest to see how things went

There is still a lot more that needs to be done to build the department, but this is a good start.

Setting Up The Department

I have had the conversations I needed to in order to get an inside look at what a Sales and Marketing department would look like.

Besides learning what I need to do to bring people and groups in I also learned that there are a lot of things that I do not have and I will have to create. I need to build a foundation and create one sheets with information about what we offer so that I will have informational sheets for when I go to companies and start prospecting. I need to have something to leave them with otherwise as soon as I walk out the door I will be forgotten and then it would have been for nothing.

Ok so what do I need to create:

  • FAQ
  • Fact Sheets about locations
  • Packages we have
  • Timelines
  • Updated Contracts
  • What food selections we have
  • BEO (Banquet Event Order)
  • A Spreadsheet for communication
  • Quotes
  • Invoices
  • Event Master Form
  • Flyers for Specific events

I also need to come up with promotions to try and sell events, the marketing side. For the first thing I am going to do is put up an event table at each of our locations with a contest to win a free event. I am going to do a jar where people have to guess how many items in the jar in order to win. This will give me contact information for people who already go to our locations, but may not have thought about having an event with us. I think one of the biggest reasons we do not have more private events is because people don’t even think we do that. If that is the case these tables will help with that. I am fortunate that I already have people walking in the door that I can sell to, but the whole goal is to bring in more and try and bring new people in. This table idea will not help with brining new people in, unless word of mouth gets around. What it will do is help generate extra income from the guests that already walk through our doors.

Another thing I have learned from my research is that you have to utilize what you have. Think about what makes your company special. Also how can your company help someone else or groups. We are normally so focused on working on the company from the inside out that we never really take the time to see our company from our guests perspective. By thinking about how the guests look at us we will be better able to sell them something they didn’t realize they needed.

The thing that makes what I am selling beneficial to a certain group would be making something that can be a frustrating situation an easy one. I am able to sell birthday party packages to our guests. With the birthday party packages we can do a public showing, so it is more affordable, and we can do a private event for them, something more special and not everyone does it. By creating, because we do not have anything like this now, birthday party packages we are able to assist parents in trying to figure out what to do for their child’s birthday party. Birthday party planning can be frustrating for some, so if I can create a package that is simple for our guests and inclusive so they don’t have to go around to a lot of different places to make the party happen I can help our guests while getting more business.

I also learned from my conversations that the easier it is for guests to book something the more likely they will. If the conversations with guests is not clear and they have to jump through hoops to get information they will just move on. Also when a guest contacts you about doing an event you need to respond back as soon as possible because the guest will tend to go with the first person who responds, as long as it is in their price range.

Ok I have a lot of things to work on in order to get this department rolling.

Starting A Job I have Never Done Before

Ok lets be real, I am terrified. I am terrified that I will fail and have no idea what I am doing. It is not a weakness to admit that you are scared. The fear is honestly what will drive you. I will use that fear to make myself better. If I went into this confident that no matter what I would succeed then I would not take the time to listen to people who have advise for me.

I have had a couple of conversations with people who have worked in sales, but I would say the best conversation I had was with my boyfriends mom.

The first person I talked to had a lot of advise to give, but the conversation was centered around what they did specifically in their job. This person came from theme parks, so still in the entertainment industry as I am. I was able to pull some things out of the conversation, but not as much as I hoped. The take away from this conversation was that prospecting and making the list for prospecting will be a long process. I was also told by this person that everyday I need to be prospecting, because for every 100 people I prospect to maybe 1 person will actually book an event. So the more people I reach out the better chance I have at getting someone to book with us.

The next person I talked to was someone who I worked with in hospitality so this one was a bit more personal for me. While working with this person I did see one side. I worked as the Accounting Manager and they worked as a Sales Manager. I saw the backside of sales. This conversation gave me the other side, the actually selling side. This conversation was more helpful than the first because I learned a process. The first conversation was more someone telling me what they liked about sales and how it was for them. This conversation gave me information that could be used for any industry. I learned that you have to find companies around you that could use your product and then get the contact information and reach out to them and show them your product. Then you go into contracting and execution of the actual event.

I also had a conversation with one of my best friends. She works for a huge company and does sales. Talk about someone who is at the top of her field. In talking to her I learned about making relationships with my groups and events. Building relationships help to bring repeat business. I also learned from her that huge companies do not book their own events. They use a different company to plan all their events for them. She said she would connect me to those companies. I am learning more and more that a lot to do with sales has to do with the connections you know.

Finally the best conversation was my boyfriends mother. Why this conversation stuck out to me as the best or the most successful conversation was because she related everything she talked about to me and my industry. She taught me how to look at the product that I have and think about who that would appeal to and reach out. For example if I wanted to do or promote an event that had to do with families then I need to look at parent groups or daycares and things like that. The advise I was given before was to reach out to as many people as possible and then hopefully a couple would say yes. Her approach would mean less work because you are thinking about how your product would benefit certain people or groups so they would be more interested in saying yes rather than just spamming everyone.

Every conversation that I had was a good one and I did get something from each of them. If you are consistently positive then you will get something from every interaction you have. You will learn more when you have an open mind as well. If you are humble and realize that someone may know more than you then you can learn from them. I did talk to some people who are younger than I am and I did learn something. In my past I have had an issue with people who are older than me not wanting to listen to me because they did not feel like I know more than they did just because I was younger. I decided after experiencing that first hand I would never do that to someone else.

What I enjoyed most about the different people I talked to was the variety. I was able to see a different side of sales with each person I talked to. There are so many different ways to approach sales and so many things that you can do with it. The most important thing I learned from each person was that the harder I work the more successful I will be.

After talking with each person I do feel more confident. I can do this!! Let the journey begin.

Where To Start

Ok I now have a new job, that I have never done before, so where do I start?

I recently was offered the Sales and Marketing position at my company. This opportunity would be something that I have not done, but I believe I have the skill set to do it. The only catch, I need to learn what this job entails.

I have done events with my company in the past, but they were very cookie cutter and if they group didn’t fit into what would work for us then we wouldn’t do it. Now I have the freedom to move things around and do actual events.

Oh yeah and the other catch, my company has never had a sales and marketing department so I will have to build it from the ground up. Also I am the only one in this department.

The first thing that I did was search online to see what is out there. What were other companies doing? What type of promotions were they doing? What pricing did other companies have? What time frames do other companies have?

I use to work in hospitality before coming to my company so I have a lot of friends who are in sales so I have people who know more than I do that I can get advise from. Also my boyfriends mother has been doing sales for most of her professional life and she is very successful. I am lucky to have good people around me who I can reach out to in order to get advise and be more successful. I am not alone in this. So now I need to schedule a meeting with each of them.

Some websites that I have found so far that I have learned some information from are:

  • Pinterest (I have used this site for sales and marketing. For the sales side I have pinned things that talk about prospecting and how to use a sales funnel. For the marketing side I have used it to get ideas about decorating for private events or promotions for events.) My Pinterest is under itsallabunchofgalati
  • Linked In (They have a lot of videos to learn from)
  • Different companies in my same industry, our competition.
  • Salesandmarketing.com

After looking around at different websites I have a better idea about what I am getting into. Now I will need to meet with people who know more than I do and start figuring out what I need to do to build the department.